Research City Brand Communication In Social Media

City brand is the invisible assets of the city, which is an important factor to enhance the city’s comprehensive strength and competitiveness, the main purpose of city brand construction is to spread city brand communication, and improve the city’s visibility and reputation. Social media came into being with Web2.0, and plays an important role in brand communication with the advantages of instant, economical and efficient. Therefore,The city brand communication in the new time cannot leave the spreading stage of social media.Shenyang, the capital of Liaoning province, is China’s most important industrial city, and has a profound historical and cultural heritage, also has the positioning of "dynamic city".However, its popularity and the level of economic development still has a gap compared with other first-tier cities, city brand construction and communication remains to be improved.Therefore, in the study of the process of city brand social media communication, the paper takes Shenyang as an example, and by combing the concept of brand, city brand, city brand communication and social media communication, analyzing from the perspective of communication, advertising, branding, using literature analysis method, theoretical research,case analysis, content analysis, analyzed the present spreading situation of social media from the aspects of communication subject, communication content and means of communication.However, there are also some problems which are communication subject consciousness is weak, communication content is one-sided, social media use is unbalanced, the audience’s attention is low in Shenyang city brand social media spreading. Therefore,pus some strategy of promote consciousness of communication subject, content of communication protrude character, use the social media in balance, integrated communication and so on. Based on this,the paper puts forward suggestions on the social media communication of city brand, the social media manage, clear and definite the city brand development direction, content of communication fit audiences.Shenyang City brand communication construction is important to the development of the Shenyang and Liaoning Province, and to introduce city brand into the social media is significant to the study of city brand communication.